If you’ve read the About Me section, then you’ll understand how important travel and street photography are to me - Martin Creates photography and videography wouldn’t be where it is today.
When it luggage reached out to me to cover their lifestyle content needs, I thought, “this is perfect. I’ll have a great opportunity here to showcase all my skills and experience doing street and travel photography whilst wearing my marketing-hat; DREAM BRIEF!!”
The brief required me to consider the following passion points for people in their 20s and 30s: travel & fashion, with the key emotional attributes being fun and adventure.
I booked three models for two separate shoots. My vision was to have one indoors in St Pancras and another on Millennium Bridge looking onto St Paul’s Cathedral on a sunny day. The indoor one came about because the weather in London was awful (despite it being summer) and it gave my client with more options to choose from in the final edits depending on the story they wanted to tell.
it luggage enjoyed empowering me to organise the whole shoot with minimal involvement from their side and the results were exactly what they were after. It’s important to mention that a vision is not enough sometimes. The skill to remove the hundreds of people in the frame, scaffolding, cranes, litter and other distractions from the backdrop, and edit the photos without losing the suitcase’s true identity, i.e. it’s colour and texture, is a question of one’s post-editing skillset.
They were able to supply these assets to their third party distributors and make their POS stand out more from competitor brands in-store and online.
The following brief from it luggage meant Martin Creates was about to enter international waters for travel and lifestyle photography with their cream-coloured Spontaneous range that comes in three sizes.
I chose three key locations to deliver the desired story in the brief; airport, yacht & Old Town's Port in Rhodes, Greece. Here are some images as to how the images turned out.
Why is lifestyle imagery so important for people and brands? This is something that I specialised in on my Master programme in Business School. Stay tuned for my next blog post on this topic.
One of the key considerations I make in when framing the shot is how much space am I leaving for the graphic designer or marketing team to insert logos, messaging, prices, etc.? It's very important that these items don't interfere with the photo or the photo is redundant and can only be used for one purpose. My intention is to be an investment and give my clients maximum usage.
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